Embed Size (px)
Citation preview
Ecommerce SummitExploit all channels to obtain
that single contact view
By Hanne Van Briel
Product ManagerFebruary 25, 2015
Over 400 Leading Brands
PUBLISHING & MEDIA
FINANCIAL SERVICES
TRAVEL & TOURISM
RETAIL
Before the internet…
The sales clerk had the
connection to the
customer.
They dialogued &
inspired purchase
Today … it’s a self service world
Consumer reviews, content, search and social do the selling
Research
Always connected
Consumers are in the driver’s seat
Good services
Know your customers
RELEVANCE
Local customers
Limited offering
Huge amount
customers/prospects
Endless products/services
Empowerment
How to be more relevant ?
In store…
The Key = DataSingle Contact View
Transactional data
Response data
Interaction data
Increase Relevance Data Capturing & Execution Maturity Levels
marketing
Customer
Journeys
Behavioral
Targeting
Mobile
1
23
4
Email Marketing1
Newsletter subscription
Weekly, daily (deals)
Preference Center
Purchase
Purchase history
Customer data
Demographics
Preferences
The start
Email Marketing1How to increase relevance ?
Create segments
based on profile &
transactional data
Customer Journeys2• Automation
• Touch points brand
• Spread over time
• Event-driven
• Cross-channel
• Increased personalization
• Re-active mode
What
Customer Journeys2Examples – Newsletter Subscription
Customer Journeys2Examples
Birthday notifications
Order notification
Satisfaction survey
bought product in
the last month
• Welcome program
• Abandon basket triggered email
• Satisfaction survey x amount of time after a purchase
• Cross- and upsell mails
• Reminder mails
• Birthday mails (subscription or customer)
• Reactivation or nurturing programs
• Loyalty & promotion programs
Customer Journeys2Examples
Customer Journeys2Examples – Content Optimization – Unique for every shopper
Based on: profile matching, preference, purchase behavior ..
Simple to advanced: single value, multiple values, algorithm
Behavioral Tracking3What are my customers doing online ?
Identification
• Identification of your contacts
• Behavioral profile for (un)known visitors
Use your website as a true 1-to-1 channel
What
PROFILE
1 2
3
Profiling
Transform clicks in
behavioral visitor profiles
Enrich
Blend CRM and visitor profile
Long term interest vs. Intent
right now
Offers
Personalize & optimize
individualized web experience
Use online behavior in your
standard CRM practiceIdentified visitors
Anonymous visitors
1
2
3
4
4
Behavioral Targeting3What ?
x 2.5
Behavioral Targeting3More identified visitors via email
Behavioral Targeting3Difference Web Analytics ? Example: engagement measurement
WHAT WHO & WHY2,75
WEB Analytics WEB Behavior tracking
CRMCRM
Behavioral Targeting3
No newsletter subscription yet + highly engaged
incentivize with newsletter subscription
A young customer + recent car loan
show special conditions car insurance young
drivers.
Examples
Behavioral Targeting3
Frequent tablet visitors + no app yet
incentivize to download your app!
Visitors newsletter optin Magazine A
+ visit a lot to Magazine B
offer a newsletter subscription for Magazine B
Examples
A
B
Behavioral Targeting3Examples – Omni-channel
Offer website
No conversion
Retarget
Mobile4What
Mobile apps
Push notifications & in-app messages
Geo-fencing & beacons – early adoption
Mobile behavior data
Importance
• Combine online & offline data
• Real-time and in the moment
• Location based
• 1-to-1 personalization
Source: Estimote
Female
Interest dresses
Male
Interest sports
One beacon – 1-to1 personalized pushes
In-store & Digital4Examples – Usage beacon & push notifications
Navigate through the airport: distance to gates,
boarding times, the closest security check lines
and offers
In store: push notifications of
specials and discount couponsdata based on web, mobile, email ..
• Can’t get there overnight
• Any step forwards is incremental ROI
• Define KPI’s, measure success and make informed
enhancements
• Build around that Single Contact View
1 – Email marketing
2 – Customer Journey
3 – Behavioral targeting
4 – Mobile
It’s a Marathon not a sprint
Questions?
"The line between digital and traditional marketing continues to blur,"
said Laura McLellan, research vice president at Gartner.
"For marketers, it's less about digital marketing than marketing in a digital world.”
Gartner, Nov 2014
be.linkedin.com/in/hannevanbriel
